Instagram is an emerging platform for property professionals, especially the UK estate and letting agents. As of February 2026, Instagram has over 38.5 million users in the UK, around 55% of the entire population, according to NapoleonCat.
The gender distribution of Instagram users in the UK has shifted slightly, with women now accounting for 55% of users, while men make up 45%. This change indicates a more balanced user base compared to previous years.
The age demographics of Instagram users have also evolved. The platform remains most popular among those aged 25 to 34 years, with this group now representing 30% of UK users. However, there’s been a notable increase in users aged 35 to 44, who now make up 21% of the user base.
This shift suggests that Instagram is attracting a more mature audience, which could be particularly relevant for property professionals targeting homebuyers and investors.
When compared to Facebook, Instagram’s user base in the UK is now approximately 63% of Facebook’s size. Facebook usage in the UK has grown to around 56 million users as of June 2025, maintaining its position as the leading social media platform in the country.
These updated statistics highlight Instagram’s continued growth and evolving user demographics, making it an increasingly valuable platform for UK estate and letting agents to reach potential clients across a wider age range.
With the majority of real estate searches beginning online, social media is a great way to showcase listings or attract applicants, sellers and investors. Yet many real estate professionals are still unsure if they should invest time and effort into developing their social profile.
If you are wondering if you should use Instagram for your real estate agency, especially if you are already on Facebook consider this: the average age of Facebook users is steadily rising at the same time that the buying power of Millennials and Generation X/Y is rising. The largest age group using Facebook in the UK is aged 25 to 34 years old – which is now the same as Instagram.
Simply put, if you’re ignoring Instagram, you’re ignoring some potentially lucrative business.
Not only is Instagram easy to learn and use, but it can be a great addition to your real estate marketing.
It’s full of inspiration for everything from property staging, photography, tips to hashtagging and open house ideas.
Here are a few must-follow real estate agent Instagram accounts that every UK property professional should check out!
TIP: Read more about How to use Instagram for Businesses In Property
With over 62K followers, Sotheby has done a great job maximising their exposure through Instagram. Their posts are mostly of high-end properties and get on average between 50 and 200 likes.
They also make an effort to celebrate various events, such as Pride, Ramadan, Earth Day, Easter, etc.
Website link – https://www.instagram.com/uksothebysrealty/
Michael Graham has a big selection of desirable town & country homes for sale across 8 counties. The profile has attracted almost 24K followers and the posts are entirely of their properties for sale.
This is a great example of how good images coupled with attractive properties can result in many followers.
Website link – https://www.instagram.com/michaelgraham_living/
Knight Franks’ main account has over 203K followers and an average of 200-1000 likes per post. Their posts consist of properties they have on the market, with the occasional expert tips and industry news.
Website link – https://www.instagram.com/knightfrank/
Berkeley Group has attracted almost 68K followers and their posts vary between their property for sale, and local updates from their areas in London, Birmingham, and the South of England. If you like looking at beautiful modernised properties, this is the profile to follow. Website link – https://www.instagram.com/berkeley_group/
Run by Tim Philips, this profile has over 151K followers. The posts are again of beautiful ’super prime’ properties in the countryside which tend to attract between 400 and 1000 likes on average. Clearly the British Insta users love their posh houses! Website link – https://www.instagram.com/tim_prime_property/
London House are a new addition to our list – with over 12.4K followers, their timeline is very well planned with some beautiful properties. You can also see consistency in the posts on their grid. It flows very nicely!
Website link – https://www.instagram.com/londonhouseuk/
Oakmans Estate Agents have attracted over 51K followers on Instagram with a vibrant mix of property listings, client success stories, and behind-the-scenes content from their Birmingham and Solihull offices. Their posts highlight professional photography, drone footage, and team updates.
Website link – https://www.instagram.com/oakmansestateagent/
Marsh & Parsons have just almost 8000 followers, but they are making a real effort with their posts. The selection of images is beautiful, and they have a good mix of videos and gallery posts as well.They mix their posts with calls to action and promo banners. This tactic works as they have gained around 2500 more followers since July 2023!
Website link – https://www.instagram.com/marshandparsons/
Ralph James Estate Agents have invested a lot of time in growing their followers to over 21,000 and their posts are a great mix of images and illustrations, in-line with their brand. They post things like testimonials from happy clients, interior and exterior shots of properties they have for sale and videos.
Website link – https://www.instagram.com/ralphjamesestateagents/
This profile has attracted over 64K followers and their posts get a good level of likes. Similar to the other profiles with high number of followers, their posts are mainly of beautiful exterior shots of prime properties.
Website link – https://www.instagram.com/struttandparker/
This North London estate agent with 6 branches, yet more followers than some of the largest chains. They post images of exteriors from properties they have on their books and pay close attention to hashtags…perhaps one of the main reasons they have acquired a whooping 76.7K followers.
Website link – https://www.instagram.com/goldschmidtandhowland
Foxtons are a prominent London based estate agency, and their Instagram account combines high-end photos and videos of the luxury properties they sell which has given them over 16,500 followers in their network!
Website link – https://www.instagram.com/foxtonsestateagents/
Chestertons London’s Instagram showcases stylish property listings across the capital. With a strong heritage and nearly 13K followers, it’s a great follow for anyone interested in elegant London living with a local touch.
Website link – https://www.instagram.com/chestertons.london/
Hamptons have grown a large Instagram following of over 52K to match their international presence. Their wall is full of high-end photography and aerial videos which often exceed 100 likes each. Their pinned stories communicate their wide and global reach, offering unique market insights and snapshots of properties based in exotic locations.
Website link – https://www.instagram.com/hamptons1869/
Fine & Country Surrey’s Instagram is a curated look at luxury living in the heart of Surrey, with stunning estate photos and videos, stylish interiors, and exclusive property previews. Their posts also feature market updates and event highlights which brought them over 7000 followers.
Website link – https://www.instagram.com/fineandcountrysurrey/
John D Wood & Co are a new addition to our list and have over 10K followers, they have a gorgeous mix of UK based and Europe based properties. They have some great stories showing what they do all year round – for the community and the company!
Website link – https://www.instagram.com/johndwoodco/
Winkworth’s Instagram, with over 15.6K followers, features high-quality videos of high-end properties, focusing on interior details, exterior views, and lifestyle elements. The account also includes updates from their local offices and occasional market insights.
Website link – https://www.instagram.com/winkworth_uk/
Emily The Avenue’s Instagram, with over 2.4K followers, features a good mix of videos showcasing properties alongside helpful tips, tricks, and informational content about buying and selling homes. The account stands out for blending a personal and professional approach, combining engaging property tours with practical advice in a relatable way.
Website link – https://www.instagram.com/emilytheavenue/
A mix of broad and local hashtags tends to work best, such as #realestate, #forsale and #househunting alongside location-specific tags for the towns or postcodes you cover. Local hashtags in particular help you reach people actively searching for property in your area.
There are more and more agents embracing Instagram, although most are not investing a lot of time or effort into it to make it really work as part of their marketing efforts. If you want to gain advantage on Instagram, now is your time.
Three to five times a week tends to work well for most agencies, combined with regular use of Stories in between posts. Consistency matters more than frequency, so it’s better to commit to a schedule you can realistically maintain than to post heavily for a few weeks and then go quiet.
The best-performing accounts mix listings with behind-the-scenes content, team introductions, client testimonials, local area highlights and short market updates. This variety keeps the account feeling personal rather than like a constant stream of adverts, which tends to build stronger engagement over time.
Yes. Reels currently get more organic reach than standard photo posts, since Instagram’s algorithm favours video content. A short walkthrough of a property or a quick local area tip tends to perform particularly well for estate agents.
There’s no minimum. Several of the strongest performing accounts in this list built genuine engagement with under 10,000 followers by focusing on quality content and consistent posting, rather than chasing follower count as the main goal.
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